GLOBAL ONCOLOGY PATIENT JOURNEY

CHALLENGE

Developing a later-line pipeline agent for metastatic disease, a leading pharmaceutical company sought to understand how patients navigated a stage IV diagnosis that often strikes in midlife, disruptingt family and professional life. The client also needed insight into treatment pathways, specifically when and why patients undergo surgeries, to inform their commercial strategy.

INSIGHT

We designed a 360-degree patient journey study spanning the US, EU, and Japan. In-depth interviews with patients, caregivers, oncologists, nurses, and surgeons, enabled us to map both the transactional steps patients take through the healthcare system and the emotional terrain they navigate from diagnosis through treatment.

SOLUTION

The study revealed the unique challenges facing younger patients, increasingly diagnosed with this illness, and highlighted the critical role of home health nurses in supporting patients through procedures. The journey illuminated significant unmet needs and provided the client with a patient-centered foundation for their market access strategies, underscoring the urgency for more effective treatment options.